我国农村寿险营销渠道研究
发布时间：2018-09-12 11:32
【摘要】：在我国农村寿险市场,农村寿险的覆盖率还很低,农村寿险业务存在着巨大的市场需求和良好的发展前景,对各家人寿保险公司来说,不仅是对产品、服务进行竞争,更是对营销渠道的竞争。研究并开发农村寿险市场,提供和农村居民相适宜的寿险产品,具有一定的现实意义。在销售渠道上,我国农村现大多采用单一的代理人营销渠道,其弊端越来越暴露,已经不能满足广大农村客户的需求,其他渠道的尝试也未有良好的效果,并且缺乏协调配合,各自为政,造成市场的无序竞争。 本文通过对农村寿险营销渠道三种现有渠道进行分析,找出各个渠道存在的问题以及产生的具体原因,在现有渠道的基础上,考虑经济因素,适应农村特殊性等方面进行分析,并借鉴国外农村寿险营销渠道的发展经验,探讨如何完善渠道管理,使我国的寿险公司转变经营理念,更好的服务广大农村客户的同时,又可降低运营成本,提高渠道运行效率,实现“双赢”目标。 本文主要分五个章节。第一章介绍论文研究的相关背景和意义,以及国内外渠道的发展。第二章主要介绍寿险营销渠道的相关概念,分类和特点。第三章对我国现有寿险渠道在农村的发展存在的问题进行分析,剖析原因,第四章主要介绍国外寿险营销渠道的发展。第五章主要对我国农村寿险营销渠道的完善策略进行说明。
[Abstract]:In China's rural life insurance market, the coverage rate of rural life insurance is still very low. There is a huge market demand and good prospects for the development of rural life insurance business. For all life insurance companies, it is not only a competition for products and services, but also a competition for marketing channels. Proper life insurance products have a certain practical significance. In the marketing channels, most of the rural areas in China now adopt a single agent marketing channel, its drawbacks are more and more exposed, has been unable to meet the needs of the majority of rural customers, other channels have not been tried to have a good effect, and lack of coordination and cooperation, independent, resulting in no market. Preface competition.
Based on the analysis of the three existing channels of rural life insurance marketing, this paper finds out the problems existing in each channel and the specific causes. On the basis of the existing channels, this paper analyzes the economic factors, adapting to the particularity of the countryside and so on, and discusses how to improve the channels by drawing on the experience of foreign rural life insurance marketing channels. Dao management can make our life insurance companies change their management concepts, better serve the vast number of rural customers at the same time, but also reduce operating costs, improve the efficiency of channel operation, to achieve the "win-win" goal.
The first chapter introduces the background and significance of the research and the development of domestic and foreign channels. The second chapter mainly introduces the related concepts, classification and characteristics of life insurance marketing channels. The fifth chapter mainly explains the perfection strategy of rural life insurance marketing channel in our country.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F323.89;F842.62
本文编号：2238874
[Abstract]:In China's rural life insurance market, the coverage rate of rural life insurance is still very low. There is a huge market demand and good prospects for the development of rural life insurance business. For all life insurance companies, it is not only a competition for products and services, but also a competition for marketing channels. Proper life insurance products have a certain practical significance. In the marketing channels, most of the rural areas in China now adopt a single agent marketing channel, its drawbacks are more and more exposed, has been unable to meet the needs of the majority of rural customers, other channels have not been tried to have a good effect, and lack of coordination and cooperation, independent, resulting in no market. Preface competition.
Based on the analysis of the three existing channels of rural life insurance marketing, this paper finds out the problems existing in each channel and the specific causes. On the basis of the existing channels, this paper analyzes the economic factors, adapting to the particularity of the countryside and so on, and discusses how to improve the channels by drawing on the experience of foreign rural life insurance marketing channels. Dao management can make our life insurance companies change their management concepts, better serve the vast number of rural customers at the same time, but also reduce operating costs, improve the efficiency of channel operation, to achieve the "win-win" goal.
The first chapter introduces the background and significance of the research and the development of domestic and foreign channels. The second chapter mainly introduces the related concepts, classification and characteristics of life insurance marketing channels. The fifth chapter mainly explains the perfection strategy of rural life insurance marketing channel in our country.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F323.89;F842.62
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